Autumn is meetings season, and at the start of this year the outlook was very promising.
In een survey by American Express Global Business Travel, 85% of meeting and event planners said they were optimistic about the year ahead – a five-year high.
Then war broke out in the Middle East, greater economic uncertainty set in, and enthusiasm began to flag.
By April, just 41% of respondents in a Global Business Travel Association (GBTA) survey remained optimistic about the business travel industry.
While uncertainty remains, one thing hasn’t changed: people still want to come together. Many organizers are simply booking later than they used to, leaving hotels with less time to evaluate enquiries and adjust pricing.
That gives independent hotels and hotel groups an opportunity to capture profitable last-minute business – provided you’re ready with the right pricing and sales strategies.
Why Group Business Matters
Fall groups come in many forms, from corporate meetings, association events, and incentive trips to social gatherings like tours, weddings, and reunions.
For hotels, these bookings offer more than filling rooms at scale. Groups provide a reliable base of business, smooth out occupancy between busy weekends, and help fill shoulder seasons that are often harder to sell.
That’s especially valuable in autumn, when demand can fluctuate significantly from one week to the next depending on conferences, local events, and school holidays.
Groups also generate valuable ancillary revenue through meeting space, catering, food and beverage, and other on-property services.
Don’t Wait for Groups to Come to You
Finding group business isn’t always easy, which is why many hotels simply wait for enquiries to arrive. But a more proactive approach can uncover opportunities your competitors may miss.
Reach out directly to local meeting and event planners, venues, businesses, associations, and travel agencies to build relationships before they’re ready to book.
Work with your sales and marketing team to showcase your group-friendly facilities online with attractive packages, professional photography of your function spaces, and testimonials from previous organizers.
It’s also worth partnering with your local destination marketing organization (DMO) or convention bureau. They’re often among the first to know about upcoming conferences, conventions, and major events that could generate compression in your area.
Meer informatie: 7 Manieren voor hotels om winstgevende groepsactiviteiten binnen te halen
Dynamic Pricing: It’s Not Just for Transient Bookings
Cost remains a top concern for group planners. A Cvent survey found that 97% would switch from their preferred venue to save 20% or less.
That doesn’t mean the answer is discounting. Instead of offering one-size-fits-all group rates, evaluate each enquiry based on your forecast, booking pace, and expected demand for those dates.
The goal is to win the right group bookings at the right price. During periods of strong demand, you may be able to command a higher rate. On quieter nights, a more competitive offer may help secure business.
To strengthen your proposal without unnecessarily lowering your rate, consider including value-adds like complimentary rooms, upgraded suites, flexible cancellation terms, or reduced meeting space rental fees.
For Group Organizers, It’s the Whole Package
Price matters, but it’s rarely the only deciding factor. The responsiveness, friendliness, and flexibility of your team, as well as how professionally you present your proposal, can all influence whether you win group and events business.
Speed matters too, especially when enquiries are last-minute. Group organizers often compare several hotels at once, so being able to respond quickly with a well-priced proposal can significantly improve your chances of winning the business.
Once you’ve determined the right price, present a detailed, customized proposal that highlights your hotel’s unique value, addresses the group’s specific needs, and makes it easy for organizers to say yes.
Meer informatie: Hoteliers, zo maak je een winnend boekingsvoorstel voor groepen
Tools to Help Ensure a Successful Fall Group Season
To make the most of fall group business, you need the right information to evaluate opportunities and maximize revenue. RoomPriceGenie offers several tools designed to help.
Groepsverplaatsingscalculator
Should you accept a group booking or hold out for higher-value transient demand? RoomPriceGenie’s Groepsverplaatsingscalculator compares the value of a proposed group against your forecasted transient revenue, helping you quote with confidence, protect your most valuable dates, and make more profitable decisions.
Kalender
Stay one step ahead this fall with RoomPriceGenie’s Kalender, which brings conferences, festivals, concerts, school holidays, and other demand drivers into one easy-to-read view. By spotting high-demand dates early, you can adjust pricing proactively, prepare your team, and avoid missing valuable revenue opportunities.
Coming Soon: Group Blocks
While it’s important to hold space for tentative group reservations, they can inflate occupancy and distort your pricing decisions if they don’t go definite. Soon, a new feature from RoomPriceGenie will enable hotels to manage group blocks separately, keeping occupancy forecasts accurate and pricing on target.
Make Every Group Booking Count This Fall
Group business can provide much-needed boosts in occupancy, but not every group enquiry is worth accepting or should be priced the same. This autumn, the most successful hotels will proactively seek out group opportunities and carefully weigh the value of each to build the most profitable business mix.
Om te leren hoe RoomPriceGenie uw property kan helpen de winstgevendheid van uw property te verhogen, start uw gratis proefabonnement van onze geautomatiseerde prijsoplossing!
